Download let`s talk about communication and public relations!

LET’S TALK ABOUT
COMMUNICATION AND
PUBLIC RELATIONS!
PUBLIC RELATIONS, ROTARY & YOU
David Bacon
WHAT’S THE
POINT?
What’s the point?
• increases (and retains) membership,
• grows financial support,
• provides channels for action within the
community
• provides influence
• reputation and crisis mitigation
Today’s Overview
1
• What is Public Relations
2
• Why “do” Public relations
3
• Public Relations tools &
resources
WHAT IS PUBLIC
RELATIONS?
What is PR?
Public relations is a strategic communication process
that builds mutually beneficial relationships between
organisations and their publics. PR Society of America
“…a program of action to earn public understanding and
acceptance.” Edward Louis Bernays
"the art and social science of analysing trends,
predicting their consequences, counselling
organisational leaders, and implementing planned
programs of action, which will serve both the
organisation and the public interest.“ World Assembly of PR Associations
(T)he practice of managing communication between an
organisation and its publics.
What is PR?
Public relations is a strategic communication process
that builds mutually beneficial relationships between
organisations and their publics. PR Society of America
“…a program of action to earn public understanding and
acceptance.” Edward Louis Bernays
"the art and social science of analysing trends,
predicting their consequences, counselling
organisational leaders, and implementing planned
programs of action, which will serve both the
organisation and the public interest.“ World Assembly of PR Associations
(T)he practice of managing communication between an
organisation and its publics.
What is PR?
•
•
•
•
•
•
•
Process
Relationships
Understanding & acceptance
Analysing trends
Consequences
Communication
Organisations and publics
PR Disciplines
• Financial public relations – providing information mainly
to business reporters
• Consumer/lifestyle public relations – gaining publicity for
a particular product or service, rather than using
advertising
• Crisis public relations – responding to negative
accusations or information
• Industry relations – providing information to trade bodies
• Government relations – engaging government
departments to influence policymaking
• Community relations – gaining publicity for events and
fund-raising and maintaining the “franchise”
PR Activities
• Publicity events, pseudo-events, photo ops or publicity stunts
• Speeches to constituent groups and professional organizations;
receptions; seminars, and other events; personal appearances
• Talk show circuit: a public relations spokesperson, or the client,
"does the circuit" by being interviewed on television and radio talk
shows with audiences that the client wishes to reach
• Books and other writings
• Collateral literature, both offline and online
• Direct communication (carrying messages directly to audiences,
rather than via the mass media) with, for example, printed or
email newsletters
• Blogs
• Social media and social networks
WHY “DO”
PUBLIC
RELATIONS?
Why “do” PR
• cost effective marketing
• most logical way to market Rotary
• uses publicity in a wide variety of media that
does not necessitate payment
• offers a legitimacy that advertising does not
Benefits of PR
• It builds visibility, familiarity, trust, and
awareness
• It conveys a positive impression that shapes
attitudes and perceptions
• Greater awareness of your organisation
• Build reputation
• Protect your reputation – crisis management
• PR is an affordable way to gain media exposure
Benefits of PR
• increases (and retains) membership,
• grows financial support,
• provides channels for action within the
community
• provides influence
• reputation and crisis mitigation
Summary
•
•
•
•
•
Good idea
Process not an event
Many disciplines – ours community PR
Range of activities
Benefits numerous
What’s next?
•
•
•
•
Your turn to work
Workshop
What are the D9685 and Club issues?
How can the PR Committee help you?